BUY Local is the message of a new campaign by South West Food and Drink, to encourage people to buy more locally-grown and produced food.

The trade association dedicated to the development of food and drink in the region, South West Food is to roll-out a Buy Local campaign throughout Wiltshire in the coming months.

The campaign will not only help hoteliers, restaurateurs and other buyers to source home-grown food, but will also enable food producers to meet the health and safety, labelling, staff training and even marketing demands that extended distribution brings.

Focussing on pulling together strategy groups in each county throughout the South West, which can make the vision of local food purchase a reality, a pilot project in Gloucestershire, has already been a huge success.

"Local food purchase should be a 'must' in the weekly shop," said Richard Hunter, managing director of South West Food.

"By supporting local food and drink producers we are supporting the local economy, local employment and a prosperous future for all.

"Local food is not just nice to have, it makes a substantial contribution to the local economy and as such is a critical issue for us all."

He said producers can benefit from such campaigns because they attract interest in local produce.